How marketer-generated content characteristics affect consumer engagement? Empirical evidence from China's WeChat food marketing
Bibliographic Data
| ID | 21295217 |
|---|---|
| Authors | Si Tan (0000-0003-4409-593X, Beijing Technology and Business University), Weiping Chen (0000-0001-7365-3908, Renmin University of China) |
| Year | 2022 |
| Volume | 124 |
| Issue | 1 |
| Pages | 255-274 |
| Publication date | 2022-01-03 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-12-2020-1169 |
| OpenAlex | W3177102044 |
| Language | EN |
| Citations received | 4 |
| References cited | 44 |
Purpose Leveraging marketer-generated content (MGC) can increase firms' success. However, few studies uncover the effects of MGC-related attributes on consumer engagement in the context of food marketing. This paper aims to explore the influence of MGC characteristics (valence, content types, vividness and interactivity) on consumer engagement. Design/methodology/approach This study uses WeChat official account data of seven food companies from China and conducts negative binomial regression models. Findings The findings indicate that different MGC-related characteristics have separate impacts on consumer WeChat engagement. Title valence, transactional title content and title with punctuation vividness negatively affect consumers' consuming engagement. Knowledgeable or entertaining title content and title with interactivity both positively affect consumers' consuming engagement. Moreover, transactional body text content negatively influences consumers' contributing engagement, whereas entertaining body text content shows positive effects. Vivid and interactive MGC body text attributes enhance consumers' contributing engagement behavior. Originality/value This study contributes to social media research in food marketplaces and sheds light on the effect of different WeChat MGC characteristics on separate consumer engagement
Advertising · Affect (linguistics) · Business · Customer engagement · Interactivity · Multimedia · Political science · Social media · Transactional leadership · Valence (chemistry) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Marketing · Psychology · Social Psychology
Using learning analytics to enhance college students' shared epistemic agency in mobile instant messaging
Analysing content strategies of healthy vs. unhealthy food brands on social media using machine learning
An examination of local food consumption experience and notions of place identity from local, non-local and foreign tourist perspective
Consumers' social self-identity drivers on social commerce platforms-based food and beverage
Word of mouth and interpersonal communication
Determinants of Perceived Web Site Interactivity
Developing a scale to measure the interactivity of websites
The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce
Influence of Facebook brand-page posts on online engagement
| Citations per year | 1.33 |
|---|---|
| Citation span | 2023 - 2026 (4) |
| Highly cited | No |